the elaboration likelihood model

Media psychology The elaboration likelihood model (description) The elaboration likelihood model states that a person can be influenced by amessage by going down two possible routes: the central route or the peripheralroute. The central route: occurs when the audience are motivated to think about the message in the advert, if the message is relevant to them and if the person has a high need for cognition. The route is also more likely if the audience has a high IQ. This leads to a focus on the quality of the arguments in the message which leads to long term attitude change. The peripheral route: occurs when the audience are not motivated to think about the message. This is likely to occur if the audience are not motivated to think about the message. These types of audience have a low IQ, little time and lots of distractions. Instead they focus on peripheral factors in an advert such as colour, attractive people or the mood of the advert. Going down the peripheral route leads to short term attitude change.